Some things are just destined to be together. If you’re in the business of connecting with customers via email marketing, you know that this practice, when paired with social media, is right up there with mustard and ketchup, Abbott and Costello, and all the other great tandems found throughout history. To make this bond even stronger, here are some creative and effective ways to build a better relationship between your marketed messages and the social outreach that compliments these offerings.
Don’t Forget the Social Buttons
One of the easiest ways to fortify this connection is by giving your readers a chance to share the great deals found within your emails. As DJ Waldow of Social Media Examiner notes in his piece on the subject, simply dropping in a button for Twitter, Facebook, or any other relevant network into your messages is a powerful strategy that provides new reach to your deals and promos. With each share, like, favorite, and retweet, your email ends up in front of an entirely new audience. Incentivizing this social promotion with additional discounts and offers gives your audience even more reason to let their friends and family members in on your latest message.
Generate Social Opt-ins
Waldow goes on to point out that your social media accounts hold an untapped reservoir of new contact list members. Unfortunately, these ready and willing consumers simply don’t have an easy way to get in touch with your brand’s email marketing campaign. To put an end to this unfortunate circumstance, use Facebook’s built-in sign-up feature to generate an opt-in page. This way, as word spreads about your campaign and all the great savings that end up directly in shoppers’ inboxes, these social networkers will have easy access to your next round of emails and you’ll have a whole new set of members to add to your brand contact list.
Run a Social Tie-in Contest
Regardless of the medium, there’s one universal truth in the marketing world; customers love giveaways. For this very reason, social media expert Jeff Bulas suggests on his personal blog that brands looking to build better harmony between email and social marketing should operate a sweepstakes via these networks. The benefits of running this type of outreach program are numerous.
First, you’ll generate a major boost in your social network activity, which is never a bad thing. From here, expect to see your opt-in rates go up as word spreads to every corner of the web about the free stuff your brand is handing out. Naturally, you’ll need to offer a prize that’s worth the time and effort put forth by these customers when they sign up, but that’s the easy part. One look at your contact list after the fact will give you all the motivation you need to really knock their socks off with an amazing giveaway.
Put a Social Spin on Your Subject Lines
It’s amazing what a great subject line can do for your email marketing campaign. Obviously, we’ve talked about optimizing these headers at great length, but when it comes to integrating your social strategy, there’s still a few thoughts to cover. Amy Birch of Social Media Today helps get the discussion rolling by covering this very concept in her article detailing great integration examples.
In her piece, Birch notes that fashion retailer New Look pushed customer responsiveness through the roof by using the simple headline, “Are You a Social Butterfly?” With this simple, straightforward, and incredibly powerful headline guiding the way, New Look was able to let contact list members know right away that this brand’s message was all about looking good in person, as well as on social media. Even if you’re not in the fashion business, a smart headline oriented toward social media can really help your brand strut its stuff.
Know Which Platforms Matter Most
The final tip for complimenting your email strategy with powerful social media tactics comes from Pamella Neely of Web Marketing Today. Neely explains that to really build a dedicated following that boosts inbox open rates and shares, you need to know which platforms matter most to your audience. While some brands might say Facebook and Twitter are just fine and go from there, if you really want to make a splash, this path of least resistance simply isn’t good enough. With Instagram, Pinterest, and Google+ all pulling plenty of subscribers, harnessing the power of all the options placed before your brand can really set it apart from the competition. If your organization can put this tip with the rest of what you’ve learned in this post, there’s nothing stopping your next email marketing campaign from reaching new heights, all thanks to a little help from the world of social media.